If there’s something that outweighs a customer’s need to relate with a brand on a personalized level, it is the customer’s need to relate with other customers — a phenomenon which has been extensively studied by cognitive scientists.

Known formally as social-proof tendency, it is one of the most prominent cognitive biases and it is simply the tendency for us humans to feel safer thinking and acting the same way as other people around us think and act.

This is also why no matter how far you go in establishing brand authority and trust, there will always be people who remain skeptical about your brand if you don’t provide some social proof.

Brand relationships are like normal human relationships in a lot of ways. You need to have as much information as possible before choosing to fully commit to it.

And just like in real life you’d naturally want to hear good things from family and friends, when it comes to brand relationships audiences want to hear good things from your previous customers. This is why reviews are so popular.

And this is why customer testimonials in your videos come a long way.

They don’t even necessarily have to involve actual customers showing their face, though this is the best way without a doubt. It could be something as simple as displaying texts or testimonial pages.

What’s most important is to get the word out there. Customer testimonials in video isn’t a new concept, but it is one that is still going as strong ever in 2024.

Video Testimonials work wonders for your Business! Ask us how!

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